Welcome to the February Cirrostratus Group newsletter.
Many SaaS solutions are sold to developers and often they are horizontal applications that are applicable to several markets. In some cases they are tools and in other cases they are key functionality that is embedded into the ISV software. Of course all of the clouds such as Azure, AWS and Google sell to developers but not all providers are in that size and influence category. Sometimes the theory is that these applications must sell themselves or be viral in nature which works well and this concept is often referred to as product led growth. Product led growth is a great concept but as outlined below some products require some selling and not all products can start out as free versions or grow within a company via word of mouth.
The Cirrostratus Group
Selling SaaS to Developers
A Perspective From Stripe
This is an excellent article from Stripe about how to sell products to developers with a lot of examples from their own experience. You are probably familiar with Stripe, the Fintech SaaS company, that is known for embedded payment solutions for SaaS customers like Shopify, Squarespace and many others. They have done an excellent job in getting their payment solutions designed into products and have grown rapidly. There is also more detail from Openview Partners as result of talking with developers in general about what is most successful when selling to them.
Stripe has one of the most succinct and focused mission statements I've seen, it is "to increase the GDP of the Internet". If you would like to learn more about Stripe this CNBC video interview with their president and co-founder, John Collison from July 2020 is great to listen to as he talks about Stripe during the early parts of the pandemic. Their success has continued since then and of course eCommerce has helped fuel that growth. In fact they are rumored to potentially have one of the largest IPOs of 2021 with a likely valuation in the $100B range.